The simple answer is digital marketing, but you probably already know this. The bigger question is what’s behind this seemingly complex and constantly expanding term. In my experience as a web development consultant, the best way to look at digital marketing is from a strategic point of view. With a complete digital strategy, you will be able to achieve your business goals online. Let’s look at the main elements of the strategy more closely.
The Goal
With digital marketing, the details are paramount. You don’t simply need lots of visitors to your website, but targeted traffic. These are users who are interested in your products and services and seek them as a solution to a particular problem.
At the same time, even high targeted traffic does not guarantee you a good conversion rate if you don’t have a well-developed marketing funnel on your website. It has a lot of elements to it from the design of the pages, menus and CTA buttons to the selection of sign-up and payment options available.
Keeping these factors in mind, you can set measurable goals. Reliable website analytics will help you to monitor your performance, analyse it and make adjustments to your marketing strategy, when required.
Target Audience
Defining your target market is in the core of every business strategy executed either online or offline. You will need to do through research to define your audience’s demographics. Your website’s analytics will help you to learn more about user preferences and behaviour which is crucial for marketing and for building a loyal customer base.
Currently, the trend is for websites and all web-based services and products to become ever more personalised to match the individual user’s preferences and needs even more perfectly. There is a broad set of tools for achieving this. These range from personalised product suggestions to tools for finding your preferred style.
Marketing Channels
Which ones will have the highest return on investment? A well-rounded strategy will include a set of channels, which are focused on your target audience and can be used together for achieving higher efficiency and better results. A key consideration here is that modern digital marketing channels are highly interlinked and the best way to exploit them is to go for full integration.
Modern search engine optimisation and content marketing go hand in hand. The idea is to create content, which is valuable to users and optimised for the current Google algorithms. Social media marketing is an effective channel for promotion your website and content. It can be used for direct advertising and for customer engagement via different campaigns.
Video marketing emerges as a top trend as web video traffic continues to grow and consumers increasingly using this type of content for making purchase decisions. Email marketing has been highly underrated in recent years, but it still has high ROI, especially in the B2B field. This is a highly effective channel for delivering marketing content and personalised offers and for building loyalty.
A digital marketing strategy using multiple integrated channels may seem complex to implement, but you can always rely on automation with custom software especially developed for your business.
Need a solid digital strategy bringing high ROI? Let’s discuss it.